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Transcript
What is a new product? Continuous Innovation Bioré Dynamically Continuous Innovation Cannon’s Power Shot S45 Requires a television or personal computer and special software to view pictures Discontinuous Innovation Ford’s 1912 Model T Touring Car Behavior Change Required High Discontinuous Low Dynamically Continuous Continuous • Automobile • Minivan • Anti-lock brakes • Television • RemoteControlled TV • HD TV New product development process • Idea Generation New product development process • Idea Generation • Screening • Concept Testing • Business Analysis • Marketing Strategy • Development Speeding up new-product development • Phased development: Sequential • Parallel development: Simultaneous Black and Decker’s Quantum Tools New product development process • • • • • • • Idea Generation Screening Concept Testing Business Analysis Marketing Strategy Development Test marketing Advantages of test marketing • Projections of success • Buyer behavior • Scenario testing Disadvantages of test marketing • • • • Expensive Opportunity cost Results can be misleading Strategic concerns Alternatives to test marketing • Simulation • Test country product launch New product development process • • • • • • • • Idea Generation Screening Concept Testing Business Analysis Marketing Strategy Development Test marketing Commercialization
